UP's new railroad-themed line of children's clothing gets a logo.
A logo for the littlest train lovers.
Union Pacific Railroad is a vital part of American life. Nearly everything that families and businesses depend on — every raw material and every finished good, from food and fuel, to building supplies and vehicles — is carried and delivered by UP’s trains. Getting their youngest customers “on board” starts at an early age.
Union Pacific needed a logo to brand their children’s clothes and baby products.
A short line is exactly what it sounds like — a short railroad line. We thought this railroading term would make a good name for a line of railroad-themed clothing designed for (much) shorter people.
logo, illustration, copywriting
Creative Director: Marty Amsler
Design: Cathy Solarana
Copywriting: Rainbow Rowell
Co-Illustrator: Joe McDermott
Project done by Wheelhouse founder while at Bailey Lauerman